While 70% of people feel the world is going in the wrong direction globally, 67% report being happy today and 59% are feeling optimistic about the future, according to 'The Rise of the Change Makers' report by Havas.
Commissioned with YouGov across 24 markets and more than 2,600 brands, more than 156,500 respondents were surveyed, part of the 2024 edition of Havas' global annual Meaningful Brands study conducted since 2009.
The study revealed people are feeling more in control of their lives (56%), with 69% trying to be physically and mentally healthy and 63% trying to be environmentally responsible.
The study also distinguished six different psychographic portraits to reveal how the desire and the need for change are manifesting across the general population, along with five guiding principles for how brands can address people’s expectations.
Respondent said that brands should show more humanity and generosity when times are tough (73%); do more for the good of society and the future of our planet (71%); do more to support local communities/causes (70%); help them save money (68%); make their day-to-day life easier (63%); and help them save time (61%).
Havas Creative Network Australia's chief strategy officer, Olly Taylor, said rather than focusing on 'changing the world,' Australians are looking to improve their everyday lives.
"In a market dominated by duopolies and stifled by competition, the desire for change is turning into action," he said.
"Across major categories—finance, auto, and retail—we see the rapid growth of brands successfully delivering a superior experience and better value to consumers. The growth of IKEA, BYD, Aldi, and Up Bank are prime examples."
The Meaningful Brands methodology examines a brand’s impact and equity based on consumers’ perceptions and expectations across three key pillars – its personal, functional, and collective benefits (listed across 40+ dimensions and attributes). The most Meaningful Brands are the ones performing well on all three metrics.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.